How to create a PR kit to promote your small business

Key takeaways

• A public relations (PR) kit can help you earn free media coverage for your small business
• Use a digital press kit template to simplify your PR kit creation process
• Your PR kit should have all necessary information reporters may need to feature your business, including your company history and other assets

Getting thousands of eyes on your marketing messages can be a fast track to business growth—especially when the attention comes free. If you want to rapidly build your audience without spending a cent, garnering press coverage can help you get the word out about your business in the best light. Creating a public relations kit (or PR kit) is the first step to landing the media coverage you’re seeking. Learn what a PR kit is and how to build one that catches the attention of journalists.

What is a PR kit?

A PR kit is a set of marketing materials that introduces your company to journalists, bloggers, and other publishers. It provides key facts about your business as well as assets (like your logo and product photos) that members of the press can use to craft a story.

PR kits, which are also known as press kits or media kits, include largely unchanging details about your business—for example, your leadership team members and contact information. They’re often sent alongside press releases, which are official statements used to pitch a newsworthy event (such as a new product launch or a grand opening) to journalists. However, they can also help you earn mentions in the news on their own.

To help you envision what a PR kit might look like for your small business, check out these examples from Starbright Floral Design and Freemans Restaurant.

Why does my small business need a PR kit?

It’s easy to underestimate the need for a PR kit as a small business owner. But it’s important to remember that media coverage isn’t exclusively for large corporations or well-established brands. Local media outlets frequently cover small businesses in their area—and every so often, national outlets feature local companies too. A PR kit helps you gain press coverage of any scale by making it easier for journalists to find information about your business.

A media kit also allows you to shape your coverage. Instead of leaving it to reporters to scour the internet for information on your business (good or bad), you can tell them exactly what your company does and what your brand is all about. Whether you want to land an exclusive feature, get interviewed or quoted as an expert for a news story, or simply get mentioned in relevant articles, a PR kit ensures the information about your business is accurate.

Learning how to make a press kit also saves you the stress and hassle of compiling relevant information on tight deadlines. When journalists request business details, you can simply send over a link or a file that provides all the details they need for their story.

How to make a press kit that gets you media coverage

Press kits don’t have to be designed by an expert to be highly effective. As long as your PR kit looks professional and includes all the information your media contacts need, you can improve your media relations efforts. Follow these steps to make a press kit that improves your chances of getting free press.

1. Choose your media kit format and template

PR kits can take a variety of forms. Traditionally, a media kit was a collection of documents that was often mailed to journalists. However, most media outlets today prefer digital press kits. As such, you should have an electronic press kit in the form of web pages or folders stored on a file hosting service like Dropbox or Box. It can also exist as a PDF file on your small business website.

Once you choose your digital press kit format, you can simplify the design process by selecting a pre-made press kit template online. If you want to use a web page, you can use a free website builder like Wix or WordPress and then simply add content. If you opt to build a downloadable PR kit with a file hosting service, you can use a free and easy graphic design tool like Canva to choose a template for your PDF fact sheet.

2. Add content to your PR kit

One of the most important steps in learning how to make a press kit is understanding what company information to provide. Here are six common sections of an online media kit, all of which make it simple for journalists to feature your business.

About us

The core section of your PR kit should be an “About” section that gives readers background information about your brand. Provide details about your company’s history—for example, your founding date and location—as well as details about what you sell.

To capture the attention of journalists, consider starting this section with your mission statement, which briefly states your company’s purpose, or your brand story, which is a compelling narrative about how your business came to be.

Key facts

To further entice reporters, provide a quick rundown of the most impressive information about your brand. For example, you can create a bullet-point list that includes stats about how many customers you have, how many locations you’ve opened, how much money your startup has raised, noteworthy partnerships, and any other milestones worth mentioning. 

Alternatively, you can create an FAQ that offers similar insights and answers questions a reporter might ask about your company.

Team members

When journalists feature your business, they often need to highlight at least one member of your team. In your PR kit, include details about your leadership team members. Add their bios, availability for interviews, and expertise. It’s also a good idea to include general quotes and digital, high-quality headshots.

Contact information

You don’t want to miss an opportunity to chat with reporters once you create your PR kit. Include your contact information—phone number, email address, physical address (if applicable), and social media handles. Don’t forget to include your company website if you’re not creating an onsite press page.

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Brand elements

Along with relevant information about your business, the best press releases provide digital assets that journalists can use to make their stories come to life. For example, you may provide high-resolution images of your products or services and your brand logo.

If relevant, you can also provide audio or video clips. If you’re sending a PR kit to a broadcast news station, providing high-quality B-roll—which is supplementary footage that interviews are often played over—can help your business get featured. 

For example, if a nail salon has footage of a manicure in action, they may get selected for a self-care story over a competitor simply because reporters wouldn’t have to travel to get B-roll themselves. You can learn how to create B-roll on your own if you’re willing to put in the time and effort. 

Past coverage

A great way to bolster your PR kit is by creating a folder or web page that includes your past media mentions and press releases. This online newsroom can act as a one-stop-shop for recent news about your business or provide context for current news stories. 

For instance, if you’re opening a new location, journalists may want to look through past stories to see when your new location was first announced or when construction began. If you don’t yet have any media coverage, consider adding customer testimonials that present your business in a positive light.

3. Customize your design

Once you’ve added the core content to your media kit, take some time to customize your template’s design even further. Add visual elements like your brand colors, brand fonts, or small business logo to make your PR kit unique to your business. This will help your design stand out to your media contacts, who are likely sifting through dozens of PR kits and press releases each day.

4. Publish and share

While your PR kit may not come into use until something newsworthy occurs, there’s no reason to keep it hidden from the public. Share your online press kit by publishing it as a web page or by linking to it on your website. Even if you don’t have any ideas on what to pitch to reporters yet, journalists can consider your business for relevant stories—or mention your brand without having to interview you at all. And when you do have a newsworthy event to share, your PR kit will be ready to go; plus consider these five techniques for capitalizing on media coverage.

When pitching a story, you should also think about what media platforms your target audience is paying attention to. Focus your time reaching out to the most relevant contacts to reach the potential customers you want.

Earn free publicity that helps your business grow

Not all publicity is good publicity, but a strong PR kit can help you get the publicity you want. PR kits make information-gathering more convenient for reporters, while helping you win media attention for your business. 

When you understand how to make a press kit with all the information journalists need, media coverage can become more accessible for your small business. Get more marketing tips for small business success (including 11 cost-free tips) to continue growing your reach.